Women and the brand tokenism
TheBTJ
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TheBTJ
Ongoing, First published Apr 20, 2017
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Practice what you preach

It is that time of the year again with International Women's Day. For the most part, privileged women around the world are being offered free drinks, free makeovers and great discounts on clothes and accessories. But what women really want are freedom, equality, and safety. While these requirements might seem too 'heavy' to be fulfilled, there are a few brands that have gone beyond the consumerist capitalist notion and actually forced viewers to spare a thought about women's lives.

All about eve

Reliance Fresh

The commercial from this brand puts a fresh twist on the concept of living for yourself. Given that it is a convenience store, one would expect the commercial to be about making live more convenient for the homemaker. Instead, the commercial asks a woman to forget her homely responsibilities for some time and make time for herself. A plan for Goa with her girl gang at the age of 50 seems incomprehensible to the whiny husband who believes that he won't be able to survive without his wife. But the lady of the house goes ahead with her plans anyway, complete with cheek-in-tongue replies to her husband. All said and done the tagline of the commercial 'Do something fresh this day and everyday' is what the International Women's Day should be all about.

What will they say about you?
Nike
It is not often that we see Middle Eastern women being represented as human beings. Nike takes that existence a bit further and shows the Middle Eastern women athletes. The beginning of the commercial is in itself replete with the pressure that a woman breaking 'norms' face and more so in the Middle Eastern countries. The defiant look, the strength and determination on the faces of the women without placing the brand name in the forefront is what makes this commercial a favorite for International Women's Day.
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Wendizzy's Writer Room

2 parts Ongoing

In this book, you'll get a behind the scenes look at how your favorite characters were born, my creative process, and the dirty details never before revealed. Tex's Camp Q&A: Come sit by the fire and ask me whatever you'd like. We can roast marshmallows, tell scary stories, and hang out in the comments like a big, happy family. Gator's Backstage Pass: A place full of secrets. Learn the-sometimes embarrassing-details on how my wildest scenes came to life, facts about the characters, the process, and myself.

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